The Consumer Decision Journey – Duncan Brown’s Infuse Blog

Excellent post from Duncan Brown of Influencer50. I agree that the traditional awareness/familiarity/consideration/purchase/loyalty model just doesn’t apply any more – McKinsey’s new version says that awareness isn’t even a prerequisite for consumer decision making. Worth reading Duncan’s full post.

Andrew Bruce Smith

Craig – thanks for the response. I guess I should have been more clear when I said I didn’t think AIDA applied any more – I agree with Duncan Brown who said that AIDA works in reverse ie people take action first (perhaps induced by a trigger event?) which creates the desire to find a solution – which in turn leads to taking an interest in what solutions exist – awareness is the last part of the chain rather than the first.

But agree that event triggers are not exactly new – in the tech world, people like Terradata have developed some very powerful solutions based around the whole notion of event triggers.

And in the world of PR and marketing, I’d say one of the biggest single trigger events is the arrival of a new marketing director or PR manager at the client. It is far and away the key reason for a change of agency.

Why the LinkedIn Insight Tag is a huge free bonus for B2B marketing

Andrew Smith August 8, 2018

The LinkedIn Insight Tag - have you installed it on your website?Have you even heard of it?
If not (and you are involved in any way with B2B marketing or PR), you are denying yourself a lot of insight about LinkedIn members who visit your web property. In fact, any organisation that would like to know more about the type and kind of professional person visiting their site can benefit from the Insight Tag.
So what